Effects of front-loaded and rear-loaded promotions: A comparison of consumers in China and Pakistan

• Zhenpeng Yu

  School of Economics and Management, Civil Aviation Flight University of China

• Hui Zeng

  College of Management, Sichuan Agricultural University

• Liaogang Hao

  School of Economics and Management, Southwest Jiaotong University

We explored the effects of front-loaded and rear-loaded promotions on consumers across China (long-term orientation) and Pakistan (short-term orientation). Respondents were students from a university in Chengdu, China (N = 213) and a university in Karachi, Pakistan (N = 209). The results showed that front-loaded promotions generated higher consumer perceived value, greater anticipated regret, and stronger purchase intention than did rear-loaded promotions, with perceived value and anticipated regret mediating the link between promotional strategies and purchase intention. Further, cultural background played a moderating role in the influence of promotion strategies on consumer responses. Specifically, for long-term-oriented consumers in China, front-loaded promotions generated higher perceived value, greater anticipated regret, and stronger purchase intention than did rear-loaded promotions. However, for short-term oriented consumers in Pakistan, the influence of the type of promotional strategy on consumers’ response was nonsignificant. This research enhances understanding of how consumers’ attitude toward instant versus delayed benefits influences the effect of promotion strategies, offering management implications for global enterprises to develop effective promotion strategies.

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